“Thank God I found you,” were the first words Gwen Stefani screamed when she stumbled into Blake Shelton’s arms immediately following her live 4-minute commercial and video shoot for her song “Make Me Like You” sponsored by Target. The elaborate shoot was directed by Sophie Mueller, who has worked with Stefani for 20 years and shot live on the Warner Bros lot in Burbank with more than 250 tech hands, seven costumes changes and eleven scene different scenes.
In a rehearsal just before the live take, a perilous skating section didn’t go as planned in which Stefani reportedly banged her head and left the crowded set more than a little nervous. When the continuous live shot aired, however, the shot went flawlessly and included a scene with her hair dresser Danilo Dixon, social media star Todrick Hall tending a bar significantly called “Blake’s,” and roller skating champion Trey Knight. The video ended with an aerial view of the set which formed the Target logo and the announcement of Target’s release of Stefani’s album on March 18, which will feature four new tracks exclusively with Target.
This isn’t the first time Target has worked with major pop stars: most recently they teamed with Adele to give fans a first look at seven of her singles. Also, the retailer did exclusive albums with Taylor Swift, Justin Timberlake and Luke Bryan. Last year during the Grammys, Target aired an Imagine Dragons song.
Working creative on the spot was Deutsch with Karen Costello working as the executive VP/executive creative director and production done by Wondros led by Muller’s direction and Grant Jue as producer.
Event television has been a major ratings boost for TV over the past year with live theatrical productions led by Grease, (12.2 million viewers) and The Wiz Live (11.5 million) doing exceptionally well. The Passion will air on March 20.